International Creative Director / Senior Marketing Ops Manager / Brand AI Strategist

Selected projects 2017 — 2025
Enterprise SaaS homepage — creative direction and web design
Enterprise brand portal and design system
B2B campaign slide design
01 / Enterprise SaaS

Tenovos

Creative Director & Marketing Operations / 5 years inside the marketing team
Five years inside an enterprise SaaS company developing DAM and new technologies in the Content Intelligence industry. The work was to keep content operations, governance, rights management, sales enablement and marketing infrastructure aligned as the team scaled.

As Creative Director, I worked with marketing leadership and senior marketing managers on positioning, product messaging, website, SEO, video, events, commercial decks and LinkedIn campaigns.

The work was not simply to create more material. It was to put structure around a complex product category: message, visual system, enterprise-buyer content, internal requests, GTM priorities, sales material and visibility into live work.

With the team, I supported pitches and RFPs for brands like Canon, Mattel and Skechers. In that setting every slide has to withstand serious review: business case, brand, procurement, integration and senior stakeholders. The presentation has to be polished, but more importantly, precise and defensible.

Pitch and RFP support for enterprise brandsSales enablement
Website, landing pages, decks and WordPress systemsMarketing infrastructure
LinkedIn, SEO, video, events and product marketingGTM content
Workflows, priorities and marketing ops structureContent operations
ReferenceSal Hakimi — VP
LinkedIn
Logo exploration and brand redesign
Logo construction and grid
Product communication visuals
SaaS website hero and brand system
02 / Fractional Creative Leadership

Ottimate

Fractional Creative Director & Senior Designer / 18 months
AP automation speaks to CFOs, controllers, finance teams, approval workflows, payments, audit trails, fraud risk, cash flow and month-end pressure. In that context, a rebrand has to make the product clearer and more credible for people working with numbers, controls and responsibility.

I came in as fractional support for the internal team, working close to marketing leadership and agency partners. The job was to move the rebrand direction into tools the team could use every week: website, presentation system, templates, events and product story.

For 18 months I worked across web direction, decks, event material and product assets. The point was to hold enterprise credibility, clarity for finance and procurement, and a production system solid enough to support commercial rhythm.

Rebrand, web direction and presentation systemAP automation
Fractional support inside the teamMarketing leadership
Reusable templates and AI-assisted productionScale
Agency coordination and creative quality controlGovernance
ReferenceMichael Waldron — Marketing leadership
LinkedIn
Whalebone product one-pager restyling
Whalebone landing page tool restyling
Whalebone digital advertising creative
Whalebone campaign creative for GTM platforms
03 / Cybersecurity & GTM

Whalebone

Creative Strategy / Digital Ads / Landing Pages
In cybersecurity marketing, especially around DNS security and network-level protection, the context is specific: telcos, ISPs, enterprise companies, public institutions, healthcare, procurement and security teams.

I worked on product one-pagers, digital campaigns and landing pages for high-responsibility use cases: protective DNS, network-level security, phishing, ransomware, remote-user protection, B2B/B2G models and low-friction deployment.

I brought experience from Avira and Norton. That background gives you a specific discipline: communicate security without reducing it to slogans. Technical rigor, brand trust, credible commercial promise. Every line can land in front of people evaluating risk, compliance, integration and operational impact.

I built HubSpot landing-page tools and tightened the visual system for ads across HubSpot, Marketo, LinkedIn Ads and Google Ads. The assets had to hold up for different readers: institutions, large companies, technical teams, budget owners and procurement.

Product one-pagers for B2B/B2G security buyersProduct marketing
HubSpot landing-page toolsGTM execution
HubSpot, Marketo, LinkedIn Ads, Google AdsGTM platforms
Technical and commercial messaging for regulated marketsEnterprise security
Energy sector visual identity and brand system
Energy sector supporting visual
Energy sector campaign visual
04 / Energy & Investment

UCIG

Creative Director & Senior Marketing Lead
Investment, energy and international operations require institutional and operational weight. The brand had to support conversations with partners, investors and international stakeholders where scale, reliability, documentation and continuity matter immediately.

I worked on logo, website, internal identity, presentations, merchandising and trade-fair material, building a coherent system for a group active across investment, energy and international operations.

The material was used in executive communication and commercial contexts between Rome and Dubai. The tone had to be institutional and operational: less generic luxury, more solidity, continuity and ability to support senior conversations.

Logo, identity and visual systemBrand foundation
Website and executive presentationsCommunication system
Fairs, booths and merchandisingEvent production
Executive contexts between Rome and DubaiInternational markets
ReferenceBahlul Bahlulzade — Executive Leadership
LinkedIn
Energy sector brand visual
Energy sector supporting brand visual
Energy sector wide campaign visual
05 / Energy Operations

UCIG Energy

Marketing Operations / Website & Rebrand Direction
In fuel, aviation support and global operations services, credibility is operational: geographic coverage, supply continuity, contracts, partners and the ability to serve complex environments.

I followed the website setup and rebrand, connecting communication, business development and investor material. The offer had to become legible: fueling solutions, government solutions, ground handling, flight permits, aviation support and services for public and private clients.

The work had to make stakeholder and partner conversations stronger: precise tone, ordered content architecture, and material ready for a team selling operational continuity, not fuel described as a generic commodity.

Rebrand coordination and content architectureMarketing operations
Website planning and productionDigital platform
Investor material and commercial decksTeam support
Team and stakeholder alignmentGovernance
ReferenceBahlul Bahlulzade — Executive Leadership
LinkedIn
Healthcare brand and marketing system
Healthcare brand supporting visual
Healthcare wide campaign visual
06 / Building a startup

Stemwell

Fractional Senior Marketing Executive & Creative Director
In healthcare, especially regenerative medicine and cell-based treatments, communication cannot sound like a commercial promise. It has to explain path, eligibility, limits and responsibility with real clarity.

I worked as a fractional senior marketing executive and Creative Director, building the marketing setup from zero: positioning, identity, CRM, sales operations, presentations, contact flows and material for first conversations with prospective patients.

The project moved between Colombia, Dubai and Rome. The work connected brand, marketing operations and commercial structure, while keeping the medical subject in a serious register: no generic wellness language, no easy claims, just a path people could understand when evaluating eligibility, risks and the next step.

Brand, positioning and GTM strategyFoundation
CRM implementation and sales operationsInfrastructure
CRM, contact flows and consultation materialPatient journey
From first revenue to company saleResult
ReferenceBahlul Bahlulzade — Executive Leadership
LinkedIn
Cybersecurity global campaign and packaging
Security product iconography and design system
Cybersecurity advertising and motion design
07 / Cybersecurity

Avira / Norton

Senior Marketing & Motion Designer / 10 years
Ten years across Avira and Norton gave me a concrete base: security, privacy and digital protection products have to stay technically correct, readable across markets and coherent with product, legal and brand.

I worked across packaging, iconography, motion, advertising, localization and campaign production with international teams. Every market carried different constraints: legal, product, brand, performance, language, channel and audience maturity.

That is where I learned not to treat security like a normal campaign category. The message has to be accessible to users and buyers, but precise enough not to betray the product or its expectations.

Worldwide packaging and campaign assetsProduction
Iconography systems across the Avira / Norton transitionVisual system
Motion design, advertising and local campaignsCampaigns
Campaign production across Europe and AsiaMarket coverage
ReferenceRobert Weissenbacher — Creative Director
LinkedIn

Across industries,
stacks & time zones.

I have worked across Content Intelligence, enterprise SaaS, cybersecurity, AP automation, healthcare, energy operations, investment and media. The buyer changes, but the actual work often does not: make complexity legible and turn it into systems teams can use. Brand, content, CRM, campaigns, sales material, governance, internal workflows. The decisive part is not always the most visible one. It is the part that lets a team scale without losing control.

Writing

Notes on marketing ops, culture, and brand systems.

I write when an idea needs more room: marketing infrastructure, AI in GTM, visual culture, and brands that stay recognizable over time.

Case study / Marketing ops

Digitalizing Marketing Ops with Claude, GitHub and Google Cloud

Claude used to facilitate GTM strategy and marketing ops, without making the tool the strategist.

 Essay / Culture and ads

Street Art and Advertising

How public visual culture moved into products, fashion, and media.

 Essay / Brand systems

Five Brands That Stayed Consistent for a Century

What recognizable assets and disciplined change can do over time.
Historical visual archive

Grow Up is the archive of how my visual language grew.

Before the enterprise SaaS, cybersecurity and marketing ops work, there was this archive: artwork, posters, illustration, image experiments and visual research made up to 2009/2010.

I keep it here as context, not nostalgia. A lot of my current work is systems, infrastructure and clarity for senior teams. Grow Up shows the older layer underneath it: composition, rhythm, references and the habit of turning ideas into images.

Open the historical archive
Artwork from the Grow Up historical visual archive Artwork from the Grow Up historical visual archive Artwork from the Grow Up historical visual archive Artwork from the Grow Up historical visual archive Artwork from the Grow Up historical visual archive Artwork from the Grow Up historical visual archive
Earlier work (Pre-2010)

Before enterprise: editorial, retail, advertising.

Editorial direction for cinema culture
01 / Rome

35mm Magazine

Editorial direction inside cinema culture: layout, covers, visual hierarchy, content coordination and print production.

Editorial systems and visual pacing
02 / Editorial Systems

35MM Magazine

Work where I learned editorial rhythm, reading hierarchy, visual storytelling and real production under deadlines.

Advertising agency work, Amsterdam
03 / Amsterdam

Maestro Advertising

Amsterdam agency work across retail campaigns and brand systems. Wok to Walk, Kamera Express, and the first real step into international advertising.

Packaging, illustration and campaign systems
04 / Packaging

WokToWalk

Packaging, illustration and campaign consistency across store, product and digital material.

Retail campaign and in-store communication
05 / Retail Campaign

Kamera Express

In-store communication, launch material and campaign structure for a Dutch retail brand.

06 / Cinema editorial

Il Grande Cinema di Al Pacino

After winning the pitch, I led the art direction and print production of every booklet in the 25-DVD collection with La Gazzetta dello Sport / RCS Mediagroup.

Culture

Cultural projects that built method, audience and production discipline.

Music production and visual direction
Music release covers and graphic system
08 / Music & Audience

Arnebeats / Barracuda

Music production / Visual direction / Organic growth
Independent music production: publishing, distribution, audience reading and consistency over years.

I handled music production, visuals, covers, videos, distribution and audience growth without an external structure.

Collaborations across the Italian hip-hop scene, with millions of organic views across releases on YouTube.

Millions of organic views on YouTubeAudience proof
Artwork, motion, video, and release systemCreative production
Organic growth over timeDistribution
Independent production disciplineMethod
Cultural archive identity and editorial direction
Archive photography and visual culture
Social content and motion design
09 / Archive & community

Graffiti Roulette

Co-art direction / Voluntary cultural contribution
Archive and publishing for the Rome 1990s graffiti scene, developed with Stefano Pane Monfeli.

It started from an idea by Stefano Pane Monfeli and was developed together with him.

I volunteered on identity, content, publishing, motion and editorial structure, working with writers and photographers from the scene. A cultural project, but with media-property discipline: rhythm, archive, formats and distribution.

3K–7K+ organic reel viewsRecent reach
Zero paid promotionPaid media
Archive, typography, photography, vinyl cultureEditorial scope
Gling, CapCut, DaVinci Resolve, After EffectsWorkflow
Life & Approach

A caregiver's lens

I'm father to Valeria and Luca. Luca is on the spectrum. That changed my relationship with clarity, time and priorities in a concrete way. In work it becomes method: less noise, stronger signals, understandable tools and respect for how people actually use content and platforms.

Human-led AI

AI matters to me when it reduces operational friction: it gathers context, organizes information, accelerates repetitive checks and makes complex systems easier to inspect. Direction stays human: priorities, taste, brand, responsibility.

Leadership

Teams adopt new tools when operational value is obvious. I translate technology, rules and brand into practical processes: who decides, who produces, what gets approved, where material lives and how it is measured.

Research

Before designing, I study sector, audience, buyer, funnel, lead generation, positioning and operating constraints. The creative answer comes once the context is clear: market, stack, team, risk and commercial objective.

Production method

Workflows built for quality, volume, and consistency.

I use Adobe Creative Cloud, Figma, PowerPoint, Google Slides, Claude and AI-assisted workflows based on the problem. Claude comes in when it helps structure GTM strategy, production, QA and marketing ops. Not to replace direction or judgment, but to keep order, speed and control when the system becomes complex.

Workshops

Operational workshops for marketing, design and leadership teams.

I run practical sessions built around real material, workflows and problems. Each workshop starts from the team's context: market, stack, brand, process, adoption level and decision flow.

  1. 01

    Brand consistency in complex systems

    Aligning message, assets, channels and governance when brand and GTM scale.

  2. 02

    Claude and AI workflows for marketing teams

    Using AI for research, production, QA and documentation without losing tone, look and feel, or approval control.

  3. 03

    Design systems for enterprise & international advertising

    Processes and templates that hold up across markets, volume, languages, paid media and different stakeholders.

  4. 04

    From strategy to distribution

    Translating positioning and campaign strategy into content, landing pages, social distribution and reporting.

Format and topics adapt to the team: remote or on-site, a single session or a short program, always using real material.

Overview

Creative direction, marketing ops and GTM systems.

  1. 01

    Creative direction and digital strategy

    Brand, message, art direction and campaign systems aligned across teams, markets and channels. AI is introduced only where it improves the work without diluting the brand.

  2. 02

    Marketing ops connected to decisions

    Processes, campaigns, assets, CRM and reporting shaped to make priorities, bottlenecks, ownership and next actions visible.

  3. 03

    Human-led AI workflows

    Claude and AI systems used for research, structure, production, QA and documentation, with human control over voice, look and feel, accuracy and approvals.

  4. 04

    International and enterprise scale

    Creative systems designed for complex industries, different markets, time zones, senior stakeholders and high-volume advertising channels.

  5. 05

    Practical team workshops

    Hands-on sessions for GTM, brand consistency, AI adoption, design systems, content workflows and distribution.